Summary
The once "ambivalent" Generation X — adults ages 30 to 43 — has become a mainstay of the workforce. This generation has adopted social technologies and is highly vocal as nearly half tell their friends and family about products that interest them. Brands seeking to reach Gen X should factor into their marketing programs a way to reach them socially by creating platforms for them to spread word of mouth, encourage them to create content, and engage them in advocacy programs.
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